We are facing an issue with Amazon’s new listing interface, where the same brand is being treated as a different brand solely because of the registered trademark symbol ®. The brand name itself is exactly the same; the only difference is the presence or absence of the ® symbol. This is triggering a brand approval requirement when we try to edit and save our existing listings.

We suggested on 26 August that adding Brand Aliases would resolve the issue. It took more than five days for Seller Support to implement the aliases we had specifically suggested. Once the aliases were added, the issue was completely resolved, and we were able to edit and save the affected listings normally.

However, just four days later, another part of Seller Support removed the same aliases, and the exact same issue has now returned.

This is extremely frustrating and raises concerns about internal communication, case handling and training standards within Seller Support. One team took more than five days to implement a solution that we had already identified, the solution worked, and then another team removed it only four days later, effectively recreating the same problem.

This is unnecessarily wasting Amazon’s support resources as well as our time as sellers, while creating confusion over an issue that had already been successfully resolved.

If someone from Amazon is reading this, please review case #13200110142 thoroughly, including our response from 26 August, and expedite the process. The Brand Aliases were successfully added, the issue was resolved, and then they were removed. We request that the previous successful configuration be restored and the issue be permanently resolved.